What’s the secret of Victoria’s Secret?

RetailWire panelists commented on the ongoing success of Victoria’s Secret, on the heels of its highly rated TV special and its ongoing sales success. I have been a VS-watcher for many years (purely professional interest, of course, given my background merchandising Intimates) and here’s my point of view:

The VS brand has had a clear identity for many years: Young, sexy, fun, fashionable, colorful. It has done a great job marketing the brand and extending it to the Pink sub-brand in order to capture a younger customer. Let’s face it: The target customer for Victoria’s Secret may buy plenty of merchandise elsewhere but is committed to buying her intimate apparel only at VS.

Lesson learned for other retailers? Maintain a laser-like focus on brand clarity and product development to build an emotional connection to your target consumer.

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